Mediums that are covered under Brandmark
- Press Ads
- Magazine Ads
- Instore Signages
- Outdoor Media
- Direct Mailers
- Flyers
- Point of Sale
- Newsletters
- Restaurant Menus
- Photo Albums
- Customized Books
Brandmark is an Enterprise collaborative workflow for timely and brand guideline compliant adaptation of the marketing message for local needs. Creative and production agencies, marketing, operations, studio and merchandising groups work together for designs, brand rules, templates, ad customization, approvals, order and delivery management.
The solution suite comprises user/groups/roles administration, ad builder, digital asset management system, dealer location, product information, approvals, order and delivery management.
Print Promotion Building and Customization
Brandmark is a solution based on Adobe InDesign Server that renders a print quality document from an InDesign template with content customized by the user. The document could be an advertisement, catalog, free standing insert, circular, direct marketing, newsletter or signage.
Content change permissions are controlled at template level with authorization to enter free text, pick up the content from an external content management system and specific images from a DAM. Content customization can be also be specifically tailored to the user who is building the document.
Automated re-sizing of print promotion
A major challenge of Web to Print solution is the need to resize templates dynamically and non-proportionately when a design is adapted for different print specs – with adherence to corporate brand guidelines.
Brandmark has a rendering adaptation engine that interprets and executes rules related to new positioning and size of every element in the artwork. The text has to alter its typographical parameters to alter the size, leading, kerning, paragraph spacing and indents for re-flow as per re-sizing rules embedded in the template.
The image frame in the new document size can have an aspect ratio different from the template. A unique area of interest defined in the image ensures that the focus area is scaled to fit in the frame by using the adjoining area to fill the balance space.
Central asset and user management
Access control and permissions to perform tasks is a key to the workflow engine. Users are organized in groups and have roles assigned. The group controls access to content – image folders, image meta, template search meta, jobs archive and archive assets. Roles manage permissions for building the document, proofing, approvals, orders and delivery.
Brandmark is in-built with an image management module that archives images by categories and group access control. Sets of images can be associated with the template allowing the user to pick them only from a pre-approved and processed light box. The Digital Asset Management system is an option configurable to handle multiple metadata sets and a powerful search interface. A unique feature of the DAM option is to provide low-resolution ‘For Position only (FPO)’ images for building the document and replacing the FPO with high-resolution variants at the time of delivery.
Approvals, order and delivery management
A group of users authorized for approvals, ordering and delivery can be created in the user management system. At the template level, approval rules can be configured to either allow the builder to approve or require an additional permission from an authorized approver. Typical use case would include a regional office building an ad and the national marketing doing approvals for delivery.
The documents built can be ordered to a printer or publisher depending on the type of document. Types of documents could be business cards, direct marketing mailer, FSI catalog, display advertisement, in-store signage, OOH billboards, flanges, amongst others. The order form can be configured for the document type and delivery channels, which currently include newspapers and print service providers.
Delivery channels are attached to a template and are configured for newspapers and print service providers. Document deliveries can happen in multiple ways – an email link, FTP servers, pick up centers or download to desktop.
Dealer database and Product Information management system
Brandmark is integrated with an optional module to manage contacts and locations information of dealers, outlets and franchisees. When an ad is built with a dealer panel, the user can access the dealer database to search for dealer addresses and include them in the Ad.
Product brochures, FSI, Circulars and product based ads need the user to have an access to millions of products managed in the product information management system. The ad builder interface optionally allows searching the product database and flowing marketing content and images into the ad layout.
